消费者行为学英文版自己整理(浙江工商大学)

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双语消费者行为学

3.2消费者行为与定价策略 1）比价心理： 2）价格习惯心理： 3）高价心理： 4）敏感性心理 5）从众心理
3.3消费者行为与促销策略 1.广告与消费行为广告要想取得成功，必须符合消费者的心理和行为特点。消费行为对广告的发布时广告的主题与创意、广告的表现形式等都有很大的影响
3.3消费者行为与促销策略
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视觉听觉嗅觉味觉触觉
2.2基本传播过程
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第三章个性、自我概念与情绪 Personality, Self and Emotion
CH1
难点：个性的含义
Personality implication
3.4自我概念的含义
自我概念是指一个人所持有的关于自身特征的信念，以及他（她）对于这些特征的评价 The self-concept refers to the beliefs a person holds about his or her own attributes and how he or she evaluates these qualities.
消费者行为
获得如何决定购买考虑购买的其他产品哪里购买如何将产品运送到家消费如何使用产品如何贮存产品谁使用产品消费多少产品产品与期望相比如何
处置如何消除剩余产品使用后丢弃多少是自己再买产品还是通过邮购商店买产品如何循环利用一些产品
2.销售促销与消费者行为消费者行为的研究对品牌、定位到差异化，从定价、促销到整合营销，莫不都是在针对消费者的行为在采取行动。现在的市场营销将越来越依赖于对消费者行为的把握和迎合，从而影响消费者，最终达成产品的销售。

消费者行为学英文版最新版教学课件第13章

9. Seniors continue to increase in
importance as a market segment.
13-4
Learning Objective 1
• Our identification with microcultures that
reflect a shared interest in some organization or activity influences what we buy.
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For Reflection
• Should members of a religious group
adapt marketing techniques that manufacturers customarily use to increase market share for their products? Why or why not?
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Chapter Objectives (continued)
3. Many marketing messages appeal to
ethnic and racial identity.
4. African Americans, Hispanic Americans,
and Asian Americans are the three most important ethnic/racial subcultures in the United States.
others because they are about the same age.
7. Teens are an important age segment for
marketers.

消费者行为学外文文献翻译

消费者行为学外文文献翻译(含：英文原文及中文译文)英文原文Psychological Factors Influencing Buyer BehaviorGeoff LancasterPsychological factors are the fourth major influence on consumer buying behavior (in addition to cultural, social, and personal factors). In general, a pers on’s buying choices are influenced by the psychological factors of motivation, perception, learning, beliefs, and attitudes.Importance of understanding customer motivesThe task of marketing is to identify co nsumers’ needs and wants accurately, then to develop products and services that will satisfy them. For marketing to be successful, it is not sufficient to merely discover what customers require, but to find out why it is required. Only by gaining a deep and comprehensive understanding of buyer behavior can marketing’s goals be realized. Such an understanding of buyer behavior works to the mutual advantage of the consumer and marketer, allowing the marketer to become better equipped to satisfy the consumer ’s needs efficiently and establish a loyal group of customers with positive attitudes towards the company’s products.Consumer behavior can be formally defined as: the acts of individuals directly involved in obtaining and using economic goods andservices, including the decision processes that precede and determine these acts. The underlying concepts of this chapter form a system in which the individual consumer is the core, surrounded by an immediate and a wider environment that influences his or her goals. These goals are ultimately satisfied by passing through a number of problem-solving stages leading to purchase decisions. The study and practice of marketing draws on a great many sources that contribute theory, information, inspiration and advice. In the past, the main input to the theory of consumer behaviour has come from psychology. More recently, the interdisciplinary importance of consumer behaviour has increased such that sociology, anthropology, economics and mathematics also contribute to the science relating to this subject.MotivationA person has many needs at any given time. Some needs are biogenic; they arise from physiological states of tension such as hunger, thirst, discomfort. Other needs are psychogenic; they arise from psychological states of tension such as the need for recognition, esteem, or belonging. A need becomes a motive when it is aroused to a sufficient level of intensity. A motive is a need that is sufficiently pressing to drive the person to act.Purchasing motivation is to make consumers to buy a commodity decision-making internal driving force, is a cause of purchase behavior ofthe premise, also is the cause of her behavior. Specific include the following aspects:(1) Rational motivationRational motivation some goods to consumers is a clear understanding and cognitive, of the goods in more familiar conducted based on the rational choice and make the purchase behavior. It includes:1. ApplyApply for a realistic performance psychological, consumer products is important to the most basic, most core functions. In the choose and buy goods, pay close attention to its technical performance, and appearance, the price, the brand of the added value of products on the second.2. The economyEconomic performance as a cream for psychological. By the comparison of several kinds of goods, in other conditions basic similar circumstances, this kind of customer to price appear quite sensitive, they are generally by price material benefit as the first element of choice.3. ReliableHigh quality product is the customer can rest assured the basis of consumption. Reliable is in essence a pursuit of high quality consumer reflect. So the brand name products has the trust of the people, just because it is reliable in quality.(2) feeling motivationFeeling motivation can't simply understand for not rational motivation. It is mainly composed of social and psychological factors arise willingness to buy and impulse. It is difficult to have a feeling motivation objective standard, but is substantially from the psychology.1. To show off psychologyThis kind of psychological in high income levels, more common. Income that they have the capital to show off, so in shopping on they will show their status and appreciate level. Many luxury brand manufacturers is seize the group psychological tendency, have introduced all kinds of expensive luxury goods.2. Compare psychologyComparison is a kind of psychological mutatis mutandis. In the same social groups inside, each member lists each other, who don't want to lag behind others. This kind of psychological on consumption appears to be a motive, others have what high-grade goods, own also must have.3. Conformity psychologyThis kind of psychological reflected in life circle, people want to follow in the circle the pace of most people. So that others think good products, own also followed approval; Others what to buy goods, oneself also can follow to buy.Psychologists have developed theories of human motivation. Three of the best known — the theories of Sigmund Freud, Abraham Maslow,and Frederick Herzberg— carry quite different implications for consumer analysis and marketing strategy. Freud’s theory. Sigmund Freud assumed that the psychological forces shaping people’s behavior are largely unconscious, and that a person cannot fully understand his or her own mo tivations. A technique called laddering can be used to trace a person’s motivations from the stated instrumental ones to the more terminal ones. Then the marketer can decide at what level to develop the message and appeal. In line with Freud’s theory, cons umers react not only to the stated capabilities of specific brands, but also to other, less conscious cues. Successful marketers are therefore mindful that shape, size, weight, material, color, and brand name can all trigger certain associations and emotions.Maslow’s theory. Abraham Maslow sought to explain why people are driven by particular needs at particular times. His theory is that human needs are arranged in a hierarchy, from the most to the least pressing. In order of importance, these five categories are physiological, safety, social, esteem, and self-actualization needs. A consumer will try to satisfy the most important need first; when that need is satisfied, the person will try to satisfy the next-most-pressing need. Maslow’s theory helps market ers understand how various products fit into the plans, goals, and lives of consumers.Herzberg’s theory. Frederick Herzberg developed a two -factortheory that distinguishes dissatisfiers (factors that cause dissatisfaction) from satisfiers (factors that cause satisfaction).the absence of dissatisfiers is not enough; satisfiers must be actively present to motivate a purchase. For example, a computer that comes without a warranty would be a dissatisfy. Y et the presence of a product warranty would not act as a satisfier or motivator of a purchase, because it is not a source of intrinsic satisfaction with the computer. Ease of use would, however, be a satisfier for a computer buyer. In line with this theory, marketers should avoid dissatisfiers that might unseal their products. They should also identify and supply the major satisfiers or motivators of purchase, because these satisfiers determine which brand consumers will buy.PerceptionA motivated person is ready to act, yet how that person actually acts is influenced by his or her perception of the situation. Perception is the process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture of the world. Perception depends not only on physical stimuli, but al so on the stimuli’s relation to the surrounding field and on conditions within the individual.The key word is individual. Individuals can have different perceptions of the same object because of three perceptual processes: selective attention, selective distortion, and selective retention.Selective attention. People are exposed to many daily stimuli such asads; most of these stimuli are screened out— a process called selective attention. The end result is that marketers have to work hard to attract consu mers’ attention. Through research, marketers have learned that people are more likely to notice stimuli that relate to a current need, which is why car shoppers notice car ads but not appliance ads. Furthermore, people are more likely to notice stimuli that they anticipate —such as foods being promoted on a food Web site. And people are more likely to notice stimuli whose deviations are large in relation to the normal size of the stimuli, such as a banner ad offering $100 (not just $5) off a product’s list price.Selectively reserved. People forget much about what they have learned, but tend to retain information to support their attitudes and beliefs. Because of selective retention, we are all likely to remember information that is good and that we like about this product. We will forget to mention the advantages of the competitive products mentioned in the product. Selecting reservations explains why merchants use drama and repetition to convey information to the target audience.Consumer learning.When people do things, they will learn first. Learning involves personal behavioral changes. This is personal experience. The vast majority of human behavior is learning. Scientists believe that learning is driven by interactions, stimuli, clues, reactions, and reinforcement. Adriver is a strong internal stimulus that promotes action. Slightly stimulating the club is deciding when, where, and how a person responds. Let's say you buy an IBM computer. If your experience is worth it, your reaction to computers and IBM will be reinforced. Later, when you want to buy a printer, you can assume that because IBM computers do a good job, their printers should do well. The experience you have now extends to your similar stimulation to the outside world. An anti-universal discrimination ability, people learn to identify a set of similar stimulus differences and adjust the corresponding response. Using the learned theory, businesses can establish a certain amount of product demand, take a strong drive, use incentive signals, and provide positive reinforcement.Faith and attitudeThrough doing and learning, people gain beliefs and attitudes, which in turn affect their purchasing behavior. Belief is to describe a person having mastered something. Beliefs may be based on knowledge, opinions, or trust. They may or may not have emotional changes. Of course, manufacturers are very interested in people's beliefs, which are related to the products and services they provide. These beliefs constitute the concept of product and brand image, and their own idol of people's behavior. If some beliefs are wrong, consumers will curb purchases. Manufacturers hope to correct these beliefs by organizing an activity. The fact that is especially important for global manufacturers is that buyersoften hold different beliefs about whether they are brands or products, which is mainly based on the cultural origin of a country. Research found that, for example, the type of product changes with the place of production. Consumers want to know where these cars are produced rather than where they come from. In addition, the attitude of origin may change over time; for example, in Japan, the quality of its cars before the Second World War was very poor.A company has a number of options when its origin of the product changes to consumers. Companies can consider cooperating with foreign companies, and even get a better name. Another alternative is to hire a famous celebrity endorsement product. Or the company can continue to produce at the local factory but when a new strategy is adopted, the products produced have high quality to achieve world-class quality. This choice is true, such as Belgian chocolate and Colombian coffee. This is where South African wine merchants are trying to do the same and imitate them in order to increase their wine exports. The previous image of South African wines was not good, because in people's perception, their vineyard cultivation was primitive compared to other countries, and the grape-growing peasants continued to perform rough labor. In fact, the lives of South African wine farmers have improved their workers. “Wine is the origin of a product and we cannot succeed if South Africa does not look good,” said William Babb, an agricultural cooperative thatdominates the industry. Attitudes and beliefs are as important as they affect people's buying behavior. This kind of attitude is a person's lasting favorable and unfavorable evaluation, emotional feeling, which is a tendency towards something or ideas and actions. People almost have their own attitude toward everything: religion, politics, clothes, music, food. Attitudes put them in a frame where the mind likes or dislikes an object, moves toward or away from it.Attitudes lead people to perform fairly steadily toward similar goals. Because of the ideological attitude of saving energy, they are very difficult to change. Changing a single attitude may require major adjustments in other attitudes.Therefore, a company should be recommended to produce products that fit the company's existing attitude rather than trying to change people's attitudes. Of course, attempts to change attitudes occasionally succeed. Look at the milk industry. By the early 1990s, milk consumption had fallen for 25 years, because the general understanding was that milk was unhealthy, outdated, only for children, and then the National Fluid Milk Processor Education Program triggered millions of dollars in printed advertisements showing milk , V ery popular activities have changed attitudes, and in the process, milk consumption has rapidly increased. Milk producers have also established an online milk club, members promise daily and three glasses of milk.中文译文心理因素影响购买行为作者：Geoff Lancaster心理因素是第四重要影响消费者的购买行为(除了文化、社会和个人因素) 。

消费者行为学中英文对照外文翻译文献

消费者行为研究范式外文翻译文献(含：英文原文及中文译文)英文原文CONSUMER BEHA VIOR RESEARCH PARADIGM CONVERSIONPROCESSHenny LarocheStudy of consumer behavior more than a hundred years the history of the formation of the two paradigms - positivism and non-empirical study of consumer behavior represents the meaning of the basic achievements. Positivist paradigm to non-positivist paradigm shift represents a shift consumer behavior research, consumer behavior research is a revolutionary change. This paradigm shift, but also makes the assumption that consumer behavior research, research methods, study, basic knowledge of related disciplines, and many borrowed paradigm composition have changed dramatically. Background of this changing environment to promote the 20th century, 80 years after the world economic growth and prosperity, the industrial structure has undergone tremendous changes, purchasing power has been an unprecedented increase, the pursuit of individuality and freedom of consumers desire to become increasingly The more intense.I. A review of the transition process of consumer behavior research paradigmThe study of consumer behavior has taken initial shape in Adam Smith et al.'s classical economic theory; a preliminary system was formed in Marshall et al.'s neoclassical economics; consumerism was independent in the 1950s and 1960s. The form of discipline is separated from marketing. In its more than one hundred years of development history, its research paradigm can be summed up as positivism and non-positivism.Moreover, each paradigm breeds many research perspectives. Positivism includes rationality, behavior, cognition, motivation, society, traits, attitude and situational perspective; non-positivist paradigms include interpretivism and postmodernism. The root cause of the shift from positivism to non-positivism in consumer behavior theory is that researchers have changed the assumptions of consumer rationality. Early classical economics and neoclassical economics provided the first theoretical support for the theory of consumer behavior (in fact, the precursor of consumer behavior—the marketing is also born out of economics), and the “economic man” assumes spontaneously. “Infiltrating” consumer behavior research, which can be clearly seen from the theory of the early schools of consumer behavior theory (such as the concept of rationality, behavior) can clearly see the "economic man" rational shadow. However, the main body of economics research is the economic system of the entire society. The research object is also how theeconomic system realizes the coordinated operation, rather than the specific individual's purchase decision and behavior. Economics lays the initial foundation for the study of consumer behavior, but it cannot explain the complexity of consumer behavior. It places too much emphasis on the rational side of consumption and neglects the emotional side of consumption. Therefore, the "economic man" hypothesis restricts the further development of consumer behavior theory. The theory of consumer behavior has to absorb nutrition from other disciplines and describe consumer behavior in more detail. The prosperity of disciplines such as psychology, social psychology, sociology, and anthropology has provided new theoretical material for the study of consumer behavior theory. At this time, consumers are no longer simply based on cost-benefit analysis to pursue utility maximization of “economic people” but “social people”. Social and emotional factors influence their purchasing decisions. It is this transformation that has shaped the development of consumer behavior in the humanities and social sciences. After the 1980s, the sustained development of the world economy and the tremendous abundance of materials have made consumption increasingly a way of pastime and individuality; the proportion of service consumption in people’s consumption structures has been increasing, and service production has increased. The same characteristics as consumption also extend the customer consumption process to the production process, andthe consumer experience also becomes a source of customer value creation. At this point, the study of consumer behavior can no longer be limited to how customers make purchase decisions, but should focus on how consumers' desires are met. As a result, consumers have become “free people” who pursue personality development and release consumer desires. The conversion of the hypotheses of “economic man”, “social man” and “free man” promoted the conversion of consumer behavior theory from positivism to non-positivism.Second, the consumer behavior research under the positivist paradigmThe positivist paradigm of consumer behavior research is deeply influenced by the philosophy of Aristotle, a famous philosopher in the West. Kurt Lewin pointed out in the book Conflict and Comparison of Aristotle's and Galileo's Thought Patterns that Aristotle’s philosophical thoughts have influenced us and influenced the habits of scientific research. People are accustomed to understanding the law of development through laws and frequency of occurrence, and people like to explore the law of development with things that are stable and tendentious, and feel cold about the regularity of infrequent and exceptional things. Lewin said that when someone refers to a child's specific movement in a movie, the first question that psychologists think of is "Does all children have done this action? Or at least it is a common action. "Regularity is alwayscommon, which means that repeatability is an important indicator of whether a phenomenon or thing is worth studying."Positivism is based on Aristotle's thought as its philosophy of science. It assumes that consumers are rational, recognizable, and mentally stable. Their behavioral motivations can all identify controls and predictions. There are simplistic truths in real consumer practices; they emphasize scientific observation and testing, and they observe empirical The evidence, thus obtaining universal rules for predicting and controlling consumer behavior. Therefore, under the paradigm of positivism, the hypothesis underlying consumer behavior research is that consumer behavior is controlled by certain forces, and these forces largely exceed the scope of consumer self-control. The change in consumer behavior is not so much a reflection of the subjective will of consumers as it is the result of various internal and external factors. For example, the behavioral theory of consumer behavior holds that consumers' behavior is mainly caused by external environmental stimuli. Therefore, the hypothesis “the main or sole purpose of motive is to reduce cognitive inconsistency, maintain the balance of inner mind, and consumers always seek the inner balance of behavior”. From a certain point of view, this is also a concept of static behavior. As Firat commented: "Consumer behavior theory believes behavioral consistency and orderliness." Therefore, consumer behavioral characteristics (such ascognitive response, conditioning, personal characteristics, etc.) follow the "consumers are always pursuing "Intrinsic balance" hypothesis that researchers can predict some of the behavior of consumers, and the forecast results have significant implications for the marketing activities of the company.In short, in the positivist consumer research paradigm, consumers are just passive and passive objects. For example, the behavioral hypothesis assumes that consumers lack self-awareness, and therefore believes that through the influence of the environment, the company's marketing strategy can control and guide consumers. This is also a leap forward for people to attack the positivist paradigm, and consumer behavior is also In the fifties and sixties of the 20th century, it was an independent discipline. The positivist paradigm assumes that consumers are passive objects. In fact, this assumption is a serious departure from the customer-oriented marketing philosophy. The American Marketing Association reaffirmed at its 1988 theme conference: “In the study of consumer behavior that generates marketing knowledge, consumers have unfortunately been converted into laboratory guinea pigs, and they have become subjects of observations, interviews, and experiments.”It is precisely because positivism assumes that the consumer is an object that can be recognized, and therefore the consumer's consumption and experience process can be separated and can be subdivided intodifferent components. We can use various objective analytical methods to analyze the different components of the consumption and experience process. These methods mainly include standard questionnaire methods, experimental methods, and personality trait tests. However, these methods cannot fully analyze the rich consumer behavior. Because a certain element of a process is separated and then analyzed in detail, the complexity and interaction of the system are ignored. Braithwaite believes that the standard quantitative survey methods (such as the questionnaire method) will only limit the consumer's description of consumption, resulting in respondents responding negatively to various questions.Although there are quite a few criticisms, we should also see the consumption rules that are abstracted out using traditional methods, which predict and control consumer behavior: the conclusions drawn by some scientific investigation methods are credible within the scope of their observations. . In addition, the quintessence of the positivist paradigm of “creatively constructing consumer behavior theory” also promotes the development of marketing practices.Third, non-positivist-oriented consumer behavior researchThe study of consumer behavior in the non-positivist paradigm no longer treats consumers as passive responders but agents with psychological proactiveness. They have the ability to interpret andconstruct the consumer environment. For example, the concept of interpretation believes that consumer behavior is governed by the content and structure of the subjective will of consumers. Shaughnessy thinks: "In the interpretation of viewing, buying behavior cannot simply be calculated rationally based on the benefits and cost benefits that products can bring, but is a collection of individual experience sensations in the consumption process." Therefore, consumer behavior and decision-making basis It is an inherent subjective value system. The focus of research on consumer behavior in the perspective of postmodern consumer behavior research and interpretation is the subjective value, language, and rhetoric of consumers.Brown believes that in the marketing sense, the concept of interpretation differs from postmodernism in that the former assumes that man is an autonomous subject, a free mind, an individual capable of self-awareness. For example, humanism and phenomenology believe that consumers are internally consistent and rational and can determine their own consumer experience processes and values. Therefore, similar to the traditional view, the interpretation view also assumes that consumers have some of the nature that constitutes their essence. In addition, the concept of interpretation also emphasizes that consumers also have illusions, emotions, and the pursuit of pleasure to experience consumption. They believe that consumers always make internal and consistent statementsand subjective descriptions of the environment, thus making the environment more meaningful and More predictable; moreover, the subjective description of consumers is also assumed to be understood and shared by most people in society.Post-modernist consumerism holds that consumers do not have fixed or existing essential things to drive their behavior. Therefore, self-recognition and subjective feelings depend on specific contexts and atmospheres. These contexts and atmospheres are also affected by social roles among consumers. Therefore, the images and subjective feelings produced by consumption are often changed or transformed. They are influenced by variables such as consumers spending with whom, under what kind of consumption environment, and why. Postmodernism insists that consumer identity is intermittent, incomplete, and easily changeable. Firat believes that consumers' self-image, characteristics, and values are multidimensional, and they are unaware of the inconsistencies between constantly changing, self-contradictory values and lifestyles. Therefore, the outlook of postmodernist consumer behavior focuses on the creativity and self-governance ability that consumers have shown through their own different consumption and lifestyle to change their living environment.Through the analysis of the above-mentioned various perspectives, we can know that when consumers make purchase decisions, they not only focus on product utility, but also focus on the symbolic value of theproduct. The consumer goods' satisfaction with the material needs of consumers is merely an appearance, and what is more important is that we must pay attention to the symbolic value of the products. For consumers, consumption can produce two aspects of symbolic value: the self-identity value of self-identification of consumers and the social symbol value of social identity. In line with this, consumption plays an important role in creating and maintaining the personal and social environmental significance and value of consumers. Therefore, advertising is often seen as a major means of constructing and maintaining the symbolic meaning of symbols. These cultural meanings are often concentrated on the brand, so Elliot believes that brands are often the primary means used to create and maintain symbolism such as identity. Firat believes that this also reflects the conventional connection between consumer culture and human freedom: by changing the product to obtain different images, in order to obtain different self. This freedom to acquire a new image of self is the result of liberation from a single, inflexible, and traditional.However, the concept of interpretation and post-modern non-positivist paradigm have also been criticized in the following aspects: (1) Ignore the restrictive effects of non-discretionary factors on consumer behavior in consumer behavior. Thompson et al. pointed out that the postmodernist conception of consumption is based on an ideal hypothesis:consumers' consumption behavior is based on cultural constraints, historical constraints, and the status quo of actual material development. Therefore, the non-positivist paradigm places special emphasis on consumers' free choice of self-identifying image without any threat of uncertainty and fear. This assumption is clearly unrealistic. (2) Some scholars such as Foxall believe that non-positivist research methods essentially abandon the essence of science and always remove consumption from its content environment. Therefore, their viewpoints and conclusions cannot constitute a complete theoretical system that facilitates in-depth study and understanding. (3) Non-positivist research methods If the conclusions are not based on positivist research results, the explanatory power will be greatly reduced. Non-positivist research methods rely mainly on subjective subjective external proofs, and these interpersonal proofs require a positivist approach. In short, the notion of non-positivist paradigm and the perspective of postmodernism provide different research methods for the study of consumer behavior. They often discuss the major issues of marketing theory and practice from an abstract perspective, so the basic assumptions of these theoretical perspectives are The conclusions are puzzling and difficult to apply to marketer training and education.IV. Comparison and Enlightenment of Consumer Behavior Research ParadigmsObviously, non-positivism is also a response to empirical hegemonism. After World War II, positivism-oriented research methods became the mainstream method of consumer behavior research. Empirical, objective, and scientific procedures constitute the characteristics of the positivist paradigm. The consumer guided by this philosophy of science is a self-centered, self-conscious entity. Non-positivist-oriented research on consumer behavior (especially post-modernism) raises questions and criticizes the philosophical, cultural, and empirical foundations of positivist research. According to Firat and V enkatesh, “Positivism reduces consumer issues to include only simple two-dimensional categories like men and women, consumers and producers. It should be seen that the rationality of non-positivist assumptions, such as There are social, complex, irrational and unpredictable consumer subjects. These consumer characteristics are not only reflected in their purchase process, but also in the consumption experience and value perception, and have already formed the basis for consumption.”(1) Using a scientific attitude to view the confrontation between the paradigms of positivism and non-positivism. Just as Kuhn reflected on the first characteristic of the paradigm definiti on, “Their achievements have attracted an unwavering array of advocators who have separated them from other competing models of scientific activity.” Now, consumer behavior researchers have also launched fierce debates on the twoparadigms of positivism and non-positivism. In the natural sciences, the struggle of scientific theories and the rise and decline of paradigms are all very normal things. Actually, this phenomenon also exists in social sciences. Each theory needs ideas to prove its viability. For the time being, no matter which of the two paradigms in consumer behavior research is more suitable for the development of consumer behavior. We believe that the scientific attitude is the first. The emotional reaction to scientific research is not conducive to the development of science. True scholars are calm and should have a more comprehensive understanding of all research methods, compare their theoretical views with opposing theoretical perspectives, and verify whether they are established. The conclusions drawn either through positivist or non-positivist methods can be assumed to be correct until proven to be wrong.2 Science is a process of seeking truth. The ethnographic method in anthropology is a more scientific method of studying consumer behavior. Whether it is a positivist paradigm or a non-positivist paradigm, one of their commonalities is the pursuit of the authenticity of the research results. Scientific research itself is a kind of behavior seeking truth. It is no longer purely to use the consumer purchase process as the main research object, but should focus on the aspects of value acquisition and consumption. This has become the consensus of scholars. Using this broad behavioral perspective to study consumer behavior also means thatwe are required to look for consumers' actual consumption situations as much as possible, especially those that are meaningful to marketing activities. Some rigorous consumer behavior researchers believe that consumer behavior research should not adopt interviews or experiments, but should try to approach the original consumer behavior. Therefore, the ethnographic of anthropology should become a frontier method of consumer behavior research. It is a method that combines case studies, participation in observation, self-driven, and detailed description. Researchers should work hard to become a member of the consumer, practice it personally, and obtain a detailed record of consumer behavior. Of course, in the process of observing and exploring consumers' inner lives, including their inner activities, many problems will be encountered. These studies are all based on the self-statement of the consumer, and the credibility of the statement can be influenced by factors such as psychological self-defense and lies. In short, the premise of the ethnographic law is that the consumer is a complex person. Researchers want to obtain information about consumer behavior. They must go through in-depth interviews, group meetings, and project management techniques. Researchers should make detailed descriptions and observations of consumer behaviors, and use these “historical materials” to dig out the laws behind consumer behavior.中文译文消费者行为研究范式转换过程作者：Henny Laroche消费者行为学研究一百年多的发展历史所形成的两大范式——实证主义与非实证义代表着消费者行为研究的基本成就。

消费者行为学第2版英文教师手册im Ch2 Teaching Notes-tc

Chapter 2Consumer-Focused Strategy: Segmentation and PositioningOutlineChapter ObjectivesChapter SummaryTeaching SuggestionsOpening VignetteA Divide and Conquer StrategyHow Consumers and Society Benefit from Market SegmentationFactors Influencing Market Segmentation StrategiesBases of SegmentationDemographic BasesGeographic BasesGeo-demographic BasesPsychographic BasesBehavioral BasesPositioningPositioning a LeaderPositioning a FollowerPositioning Linked to Segmentation BasesRepositioningPerceptual MappingReview and Discussion QuestionsChapter ObjectivesAfter studying this chapter, you will be able to...Objective 1—Define segmentation, target markets, and positioning, and understand why this process is important to marketers.Objective 2—Explain how society benefits form market segmentation.Objective 3—Describe the factors that influence the determination of a segmentation strategy.Objective 4—Discuss various bases of segmentation.Objective 5—Provide examples of strategies marketers use to position brands aftersegmentation.Chapter SummaryOne of the most important ways marketers discover and satisfy customer needs and wants efficiently is through a “divide and conquer” process of market segmentation and positioning.Market segmentation is the process of dividing the large and diverse mass market into subsets of consumers who share common needs, characteristics, or behaviors, and then targeting one or more of those segments with a distinct marketing mix. By identifying groups of highly similar consumers, a marketer is able to develop products and services specifically tailored to that group’s needs that also closely match the capabilities of the organization, thus maximizing the chances of profit and success.Marketers make two underlying assumptions related to market segmentation: (1) consumer preferences vary, and (2) by tailoring a product or service to a segment’s needs, firms can make the offer so appealing that segment members are willing to pay a price that offsets the higher associated costs.In addition to these assumptions, four factors influence a company’s market segmentation strategy:1.Consumer preference heterogeneity (the idea that consumer preferences vary).2.Majority fallacy (the risk of focusing on large, average segments and neglectingsmaller, less typical segments).3.Sales-cost trade-off (the fact that market segmentation increases sales and costssimultaneously).4.Potential for cannibalization (when different products offered by the samecompany are very similar, they compete with each other).Bases of segmentation include demographic, geographic, psychographic,attributes/benefits, and behavioral. Demographic-based segmentation divides customers according to vital population statistics. In geographic-based segmentation, the market is divided based on the physical location of potential customers. An underlying assumption of this market segmentation base is that consumers located in geographic proximity share similar needs and preferences for some products. Geo-demographic-based segmentation combines geography and demographic segmentation bases. Psychographic-based segmentation centers on customers’ lifestyles. One of the leading lifestyle segmentation systems is the VALS System. Behavioral-based segmentation involves segmenting consumers based on consumer preferences for a particular product attribute or benefit, usage occasion, user status, rate of product usage, and loyalty status.Positioning is the process of communicating with target market(s) through specifically chosen marketing mix variables to help consumers differentiate a product from its competition and perceive how this product best satisfies their needs. Sometimes marketers use terms like value proposition or The Big Idea to describe a brand, product, or positioning strategy.Like the bases of segmentation, companies use several strategies to position their products. The best positioning strategy depends on the characteristics of the product, market segmentation bases used, the competition, and the type of mental associations marketers want consumers to form. If a brand is the pioneer, that should be emphasized in its promotion. If the brand is markedly different on a single, easy-to-communicate, and important dimension, a single core benefit proposition should be used. If the brand is very similar to competitors’ offerings or difficult to differentiate by product attribute, then price, usage situation, or user are ways of differentiating it. If competing brands have an exploitable weakness, repositioning is a possible strategy. Finally, marketers use perceptual mapping to measure consumer preferences and develop competitive strategies.TEACHING NOTESTeaching Suggestions1. Ask students to survey current advertisements from a variety of media: local billboards, Internet sites, TV, radio, consumer magazines, and newspapers. Ask them to identify specific ads representing each positioning strategy discussed in the chapter. Bonus points could be awarded to students who find examples of different positioning strategies for brands in the same product category.2. To illustrate the usefulness of perceptual mapping, ask students to construct perceptual maps for a product category (e.g., shampoo, coffee, cell phone service). They’ll need to determine at least two attributes that are important for consumers in this product category. Then, they should plot brands in the map according to their perceptions of the various brands. Ask students to observe and discuss the implications of brands that are clustered close together. Are there any gaps in the map? If so, do students perceive them as opportunities, infeasibilities, or undesirables?3. Briefly explain the nature of geo-demographic segmentation. Then, go to the Claritas Web site: . Ask students to provide the ZIP Codes of their home towns or a ZIP Code of a famous location (e.g., Beverly Hills). Type a few select ZIP C odes into Claritas’ PRIZM “ZIP Code lookup.” The five most common PRIZM segments will emerge. Ask students to evaluate the “names” of these segments and verify the accuracy of the segment descriptions. Class discussion that follows is typically quite lively.Opening VignetteThe opening vignette describes a supermarket (Jungle Jim’s, just north of Cincinnati, Ohio) that marries two unique traits: (1) shopping-as-entertainment and (2) international specialty foods. Through creative positioning, Jungle Jim’s has been able to distinguish itself in the fiercely price-competitive grocery market.A Divide and Conquer StrategyThis section defines market segmentation as dividing mass markets into subsets of consumers who share common needs, characteristics, or behaviors, and then selecting one or more of those segments to serve with a distinct marketing mix. This two-step process is referred to asa “divide and conquer” strategy.1.Dividing involves disaggregating and aggregating the market into homogeneoussubgroups.2.Conquering involves targeting one or more segments for business.The Benefits of Marketing Segmentation1.Firms benefit by more efficiently using their resources, i.e., it’s more efficient totarget a homogeneous subgroup of consumers than to try and please a massmarket. Firms can also avoid direct competition by selecting an underservedmarket or specializing.2.Consumers benefit because their unique needs are more likely to be satisfied. Inaddition, their search costs are reduced.3.Society benefits because target marketing encourages the development of new andbetter products and services.Factors Influencing Marketing Segmentation StrategiesThis section describes key factors that influence the way the market is segmented. The fundamental premise of market segmentation is that consumers are not all alike. This begs the question: To what extent do consumers differ in their preferences for products and services?1.Preference heterogeneity is the extent to which consumers differ in their needs andwants. The greater the preference heterogeneity is, the more finely segmented themarket can be. The extremes of preference heterogeneity are defined at one end by a mass market and at the other end by a picomarket, or individual consumer.2.The majority fallacy describes a situation where marketers focus on larger segmentsthat exhibit “average” preferences and negle ct smaller, less typical market segments.The fallacy lies in the assumption that the larger markets will generate more profits.Often, the opposite is true: Smaller, more extreme groups are less crowded andunderserved.▪Figure 2.1 depicts the majority fallacy with a graph of normally distributed preferences.3.Sales/Cost Trade-offs recognize that as market segmentation increases, sales alsoincrease because a firm’s marketing mix is more likely to align with consumers’preferences. On the other hand, costs also increase because multi-product strategiesare more expensive to implement. Thus, marketers must carefully evaluate both thecosts and benefits of increased segmentation.4.Cannibalization occurs when products offered by the same firm are so similar thatthey compete among themselves, creating a situation of oversegmentation. Here, one brand may “eat away” market share from another brand in the same family (e.g., Diet Pepsi Lime and Diet Pepsi Vanilla).Bases of SegmentationThis section outlines the four primary bases of segmentation: demographic, geographic, psychographic, and behavioral.▪Table 2.1 lists the four segmentation categories, along with sub-variables and illustrative examples.1.Demography refers to the study of populations. Thus, variables based on vitalpopulation statistics provide measureable means to segment product markets. Markets segmented this way use data on age, gender, income, education, occupation, marital status, family life cycle, ethnicity, and religion to split mass markets into segments.2.Geography refers to the physical location of consumers. Variables such as totalpopulation, density, regional differences in culture, and climate can be used todifferentiate market segments.3.Geo-demography combines geographic and demographic segmentation bases. It issometimes referred to as ZIP-Code marketing. The basic tenet is “birds of a featherflock together.” PRIZM by Claritas provides 66 distinct segments, combined into 14 broad social groups.4.Psychography involves the measurement of lifestyle, often combined with attitudes,beliefs, and personalities. Psychographic segmentation can be summarized with theAIO model (activities, interests, and opinions). Another way to capture psychography is to determine where consumers spend their leisure time and disposable income. The VALS System by SRIC-BI provides a two-dimensional model of psychographicsegmentation.▪Figure 2.2 and Table 2.2 describe the VALS Segments.5.Behavioral segmentation groups consumers based on their preferences for a specificbenefit, use occasion, user status, rate of product usage, and loyalty status.▪Benefit-based segmentation centers on consumers’ preferences for specific attributes or outcomes delivered by a product (e.g., picture resolution or pricefor a digital camera).▪Figure 2.3 describes benefit segmentation based on price.▪Usage occasion and product usage describes purchasing and consuming products at different times of the day (e.g., drinking orange juice in themorning or evening), different times of the year (taking vacations in thesummer vs. winter), at different events (e.g., birthdays), or on differentoccasions (e.g., holidays).PositioningThis section defines positioning as the place that a brand occupies in the mind of the consumer, relative to competitors’ products. Two important clarifications surround this definition:1. A firm must position in terms of the competition.2.Marketing communication (e.g., advertising and promotion) creates positioning—notproduct design and development.Positioning Strategies1.Positioning as a leader is usually reserved for pioneering brands—those brandsfirst to enter and define a market (e.g., Coke, Xerox, Kleenex, Linoleum).2.Positioning as a follower occurs when a brand creates a new category (e.g.,Michelob Ultra), does the “opposite” (e.g., 7-Up), or promotes itself as theunderdog (e.g., Avis).3.Positioning linked to segmentation parallels the segmentation bases discussedabove (benefit, price, product use situation, product user).RepositioningRepositioning involves changing how consumers perceive a brand, relative to itscompetitors.▪Tylenol repositioned as “the brand that won’t upset your stomach.”▪Royal Doulton china changed consumers’ perceptions by repositioning competitor Lenox as a brand from New Jersey.▪Scope repositioned itself as delivering “fresh minty breath.”Perceptual MappingThis section describes how consumer perceptions can be depicted on graphs, with the x-axis indicating product attributes. A perceptual map tells marketers who their direct competitors are (plotted in nearby Cartesian space) and what brands represent less serious competition. Blank spaces on the maps indicate potential gaps in the market, which could be: ▪ A true opportunity▪ A combination of attributes that nobody wants (undesirables)▪ A combination of attributes that is impossible to deliver (infeasibilities)▪Figure 2.4 depicts a perceptual map of the soft-drink market.Answers to Review and Discussion Questions1.Clearly distinguish between the following terms: demographics, psychographic,lifestyle, and positioning.Demographic characteristics are vital population statistics, such as age, gender, income, education, occupation, social class, marital status, household size, family life cycle, and culture or ethnicity. Psychographics is the measurement of lifestyle, often combined with measures of attitudes, beliefs, and personalities. Lifestyle, which is simply how we live, is traditionally defined in terms of a person’s activities, interests, and opinions.Positioning is the process of communicating with target market(s) in such a way as to help consumers differentiate the firm’s product from other products and understand how the product can specifically satisfy their needs and wants.2.What are the two underlying assumptions of market segmentation?Two key assumptions underlie market segmentation. First, consumer preferences vary.And, by tailoring a product or service to a segment’s specific needs, marketers can make the offering so appealing that the members of the segment are willing to pay a price that offsets the costs associated with catering to the specialized needs of the segment.3.How do the majority fallacy and the potential for cannibalization influence marketsegmentation decisions?The majority fallacy is the assumption that the largest market segment is going to be the most profitable. This may cause a marketer to ignore potentially profitable nichesegments. Cannibalization occurs when products offered by the same firm are so similar that they compete among themselves. This may create a case of over-segmentation,where additional products can’t be justified.4.According to the VALS technique, what type of consumer would probably buy a digitalvideo camera? What type of consumer would take a fishing vacation trip? Justify your answer.An innovator might buy a digital video camera. Innovators tend to be curious andsophisticated, probably an early adopter of a high-tech, high-price product such as this.A maker might take a fishing trip. They value self-sufficiency and choose “hands-on”activities.5.Describe how marketers of Tropicana Orange Juice could use usage situation tobroaden the product’s segment.Students may suggest a variety of strategies. For example, the brand could try to expand orange juice beyond morning. They could stress the vitamin C benefits, and encourage people to drink the beverage when they have the cold or flu.6.Why might the pioneering advantage be even stronger for services than it is forphysical products? Give one example.Service attributes tend to be more ambiguous than product attributes. Thus, consumers should be even more likely to let a service pioneer serve as the ideal point. Students may give various examples.7.How might a leading brand of perso nal music players, such as Apple’s iPod, bestposition itself? Give specific examples.Examples may vary, but should include a discussion of how this leading product could set a “standard of comparison,” or talk about how they “invented” the category.8.What steps might a follower brand of personal music players, such as Sony, do in termsof positioning to increase its chances of success? Give specific examples.Examples may vary, but they should include a discussion of how a follower brand could adapt a “do the opposite strategy” or turn the brand’s number two position into anadvantage, or create a new category. Other examples might draw from positioning on core benefits, price, usage situation, or users.9.Describe when it is best to position using a core benefit proposition. Why?It is useful to position by core attributes if the attributes are uniquely advantageous to a brand. If the attribute is easily copied or easily turned against the brand by another firm then it could be a dangerous strategy.10.Describe the three situations that gaps in perceptual maps represent.Gaps typically indicate (a) a true opportunity in the market that we might be able topursue; (b) a combination of attributes that nobody actually needs or wants, which is why there is not competitor there; (c) a combination of attributes that is impossible to deliver to the consumer without the development of new technology.Answers to Short Application Exercises and Managerial Application Challenges Student responses, answers, and examples will vary on these open-ended Short Application Exercises and Managerial Application Challenges.Answers to Part 1 Video Questions (Segmentation at Lake, Snell, Perry and Mermin Associates)Student responses, answers, and examples will vary on these open-ended Part Video Questions.。

消费者行为学Chapter1-3

Consumer Behavior消费者行为学Chapter 1 Introduction: Diversity in the Marketplace市场多样化1、Consumer ResearchMethodology used to study consumer behavior.2、Personal ConsumerThe individual who buys goods and services for his or her own use, for household use, for the use of a family member, or for a friend. (Also referred to as the Ultimate Consumer or End User.)3、Organizational ConsumerA business, government agency, or other institution (profit or nonprofit) that buys the goods, services, and/or equipment necessary for the organization to function.4、Development of the Marketing Concept⏹The Production conceptcheap/efficient production/intensive distribution⏹The product conceptthe highest quality/the best performance/the most features⏹The selling concept5、Market Segmentation市场细分The process of dividing a market into subsets of consumers with common needs or characteristics. targeting6、Market targeting is selecting one or more segments identified for the company to pursue.7、8、Market Mix营销组合The marketing mix consists of a company’s service and /or product offerings to consumers and the methods and tools it selects to accomplish the exchange. (the product or service ;the price; the place; promotion)9、The Marketing Concept⏹To be successful, a company must determine the needs and wants of specific targetmarkets and deliver the desired satisfactions better than the competition.10、Marketing ConceptA consumer-oriented philosophy that suggests that satisfaction of consumer needs provides the focus for product development and marketing strategy to enable the firm to meet its own organizational goals.11、The Scope of Consumer Behavior⏹How do individuals make decisions to spend their resources (time, money, effort).❑Includes: what they buy, why they buy it, when they buy it, where they buy it, how often they buy it, and how often they use it.⏹How do individuals dispose of their once-new purchases.❑Includes: do they store it, throw it or give it away, sell it, rent it, or lend it out?12、Consumer Behavior’s Interdisciplinary Roots⏹Consumer Behavior borrows from psychology, sociology, social psychology,anthropology.⏹All factors combine to form a comprehensive model that reflects both the cognitive andemotional aspects of consumer decision making.13、A Simplified Model of Consumer Decision Making⏹The decision-making process can be viewed as three interlocking stages:❑The input stage:⏹marketing efforts⏹sociological influences❑The process stage:⏹psychological factors❑The output stage:⏹purchase behavior⏹postpurchase evaluation14、Ethics in Marketing⏹Unethical practices occur at every level of the marketing mix:❑in the design of the products, in packaging, in pricing, in advertising, and in distribution⏹There are two different types of theories:❑teleological theories and deontological theories15、Teleology目的论An ethical philosophy which considers the moral worth of a behavior as determined by its consequences.16、Utilitarianism功利主义A teleological theory summarized best by the idea of “the greatest good for the greatest number.”17、Deontology道义论An ethical philosophy that places greater weight on personal and social values than on economic values.18、Golden ruleDo not do unto others what you would not have others do unto you (or you loved ones).19、The Societal Marketing Concept⏹All companies prosper when society prospers.⏹Companies as well as individuals, would be better off it social responsibility was anintegral component of every marketing decision.⏹Requires all marketers adhere to principles of social responsibility in marketing oftheir goods and services.20、Societal Marketing ConceptA revision of the traditional marketing concept that suggests that marketers adhere to principles of social responsibility in the marketing of their goods and services; that is, they must endeavor tosatisfy the needs and wants of their target markets in ways that preserve and enhance the well-being of consumers and society as a whole.Chapter 2 Consumer Research 消费者研究1、Consumer Research Paradigms（1）Quantitative Research（定量研究）（2）Qualitative Research（定性研究）2、Quantitative Research（定量研究）⏹Descriptive in nature.⏹Enables marketers to “predict”consumer behavior.⏹Research methods include experiments, survey techniques, and observation.⏹Findings are descriptive, empirical and generalizable.3、Positivism（实证主义）A consumer behavior research approach that regards the consumer behavior discipline as an applied marketing science. Its main focus is on consumer decision making.This perspective has significantly influenced Western art and science since the late 16th century. It emphasizes that human reason is supreme and that there is a single, objective truth that can be discovered by science. Positivism encourages us to stress the function of objects, to celebrate technology, and to regard the world as a rational, ordered place with a clearly defined past, present, and future.4、Qualitative Research（定性研究）⏹Consists of depth interviews, focus groups, metaphor analysis, collage research, andprojective techniques.⏹Administered by highly trained interviewer-analysts.⏹Findings tend to be subjective.⏹Findings not usually generalizable⏹Small sample sizes.5、Interpretivism（阐释主义）A postmodernist approach to the study of consumer behavior that focuses on the act of consuming rather than on the act of buying.Interpretivists stress the importance of symbolic, subjective experience and the idea that meaning is in the mind of the person.6、Interpretivism⏹Concerned with act of consumption rather than in the act of buying.⏹Uses qualitative research.⏹Use depth interviews.⏹Often used to help make business decisions.7、Depth Interviews（深度访谈）A length y and relatively unstructured interview designed to uncover a consumer’s underlying attitudes and/or motivations.8、Ethnography（人种志）⏹The in-depth study of a specific group’s behaviors, social rules, and beliefs is calledethnography.⏹The researchers participate in the society under study in an effort to absorb the meaningof various cultural practices.9、Semiotics（符号学）⏹Some analytical methods have been adapted from such fields as literature and linguistic tobetter understand what marketing messages mean.⏹Semiotics focuses on the meanings in text and pictures and how different elements of amessage symbolize deeper meanings.10、Combining Qualitative and Quantitative Research Findings（1）The Consumer Research Process⏹The six major steps in the consumer research process are:❑defining the objectives of the research❑collecting and evaluating secondary data❑designing a primary research study❑collecting primary data❑analyzing the data❑preparing a report on the findings（2）Developing Research Objectives⏹Defining purposes and objectives.⏹To define the type and level of information needed.11、Secondary Data（二手资料）Data that has been collected for reasons other than the specific research project at hand.12、Primary Research（初步方案）Original research undertaken by individual researchers or organizations to meet specific objectives. Collected information is called Primary Data.13、Designing Primary Research⏹Quantitative studies more likely for collecting descriptive information.⏹Qualitative studies may be used to get new ideas.14、Quantitative Research Designs（1）Method（2）Sample Design（3）Data Collection Instrument15、Data Collection Methods（1）Observation（2）Experimentation（3）Surveys16、Observational Research（观察研究）⏹Helps marketers gain an in-depth understanding of the relationship between people andproducts by watching them buying and using products.⏹Helps researchers gain a better understanding of what the product symbolizes.⏹Widely used by interpretivist researchers.(Ethnography research /videotape)17、Experimentation（实验法）⏹Can be used to test the relative sales appeal of many types of variables.⏹Only one variable is manipulated at a time, keeping other elements constant.⏹Can be conducted in laboratories or in the field.IBM laptops (eye cameras)18、Surveys（测量技术）（1）Personal Interview（2）Mail（3）Telephone（4）Online19、Data Collection Instruments（1）Questionnaires（2）Personal Inventories（3）Attitude Scales20、Questionnaires（调查问卷）⏹Used primarily for quantitative research.⏹Can be sent in the mail, or administered by interviewers in person or by telephone.⏹Can be disguised or undisguised as to its true purpose.⏹Questions can be open-ended or closed-ended.21、Personal Inventories（个人目录）⏹Presents a series of statements to which respondents indicate their degree of agreement ordisagreement.⏹An inventory presents a list of statements, while a questionnaire asks a series ofquestions.22、Attitude Scales（态度量表）⏹The three most frequently used scales are:❑Likert scales: easy for researchers to prepare and interpret, and simple for consumers to answer.❑Semantic differential scales: relatively easy to construct and administer.❑Rank-order scales: subjects rank items in order of preference in terms of some criteria.23、Qualitative Data Collection Methods（1）Depth Interviews（2）Focus Groups（3）Projective Techniques（4）Metaphor Analysis24、Depth Interviews（深度访谈）⏹A lengthy non structured interview between a respondent and a highly trained interviewer.⏹Interviewer minimizes his or her own participation after establishing the general subjectmatter.⏹Can provide marketers with valuable ideas about product design and provide insights forpositioning or repositioning the product.25、消费者访谈中应注意的5W1H（1）访问目的——why（2）访问对象——who（3）访问时间——when（4）访问地点——where（5）访问内容——what（6）访问技巧——how26、Focus Group （中心小组）A qualitative research method in which about eight to ten persons participate in an unstructured group interview about a product or service concept.⏹ Consists of 8 to 10 respondents who meet with a moderator-analyst for a focused groupdiscussion.⏹ Respondents encouraged to discuss their interests, attitudes, reactions, motives, lifestyles,feelings about the product or product category, usage experience, etc.⏹ Respondents recruited on the basis of consumer profiles, based on specifications definedby marketing management.27、Projective Techniques （投射技术）Research procedures designed to identify consumers’ subconscious feelings and motivations. These tests often require consumers to interpret ambiguous stimuli such as incomplete sentences, cartoons, or inkblots.⏹ Consist of a variety of disguised “tests ” that contain ambiguous stimuli.⏹ Sometimes administered as part of a focus group, but usually used with depth interviews. ⏹ The theory is that respondents ’ inner feelings influence how they perceive stimuli.28、Metaphor Analysis （隐喻分析）⏹ Based on belief that metaphors are the most basic method of thought and communication. ⏹ Consumer values also play an important role in understanding consumer behavior.29、Sampling Plan Decisions（1）Whom to survey?（2）How many?（3）How to select them?30、Sampling⏹ Probability sample （概率样本）(simple random sample, systematic random sample, stratified random sample, cluster/area sample)⏹ Nonprobability sample （非概率样本）(convenience sample, judgment sample, quota sample)消费者动机1、2、The change of concept3、Marketers do not create needs ⏹ They try to fulfill the needs of consumers,or make consumers more keenly aware ofunfelt needs.eg: Capsule for Waste discharging and youth keeping4、Motivation （动机）The driving force within individuals that impels them to action.5、6、Types of Needs⏹Innate Needs❑Physiological (or biogenic) needs that are considered primary needs or motives⏹Acquired needs❑Generally psychological (or psychogenic) needs that are considered secondary needs or motives7、Innate Needs（先天需要）Physiological needs for food, water, air, clothing, shelter, and sex. Also known as biogenic or primary needs.8、Acquired Needs（习得需要）Needs that are learned in response to one’s culture or environment (such as the need for esteem, prestige, affection, or power). Also known as psychogenic or secondary needs.9、Goals⏹Generic Goals ( category )❑the general categories of goals that consumers see as a way to fulfill their needs❑ e.g., “I want to buy a vehicle”⏹Product-Specific Goals ( brand )❑the specifically branded products or services that consumers select as their goals❑ e.g., “I want to buy a BMW”10、The Selection of Goals⏹The goals selected by an individual depend on their:❑Personal experiences❑Physical capacity❑Prevailing cultural norms and values❑Goal’s accessibility in the physical and social environment11、Substitute Goal（替代目标）A goal that replaces an individual’s primary goal when the goal cannot be achieved or acquired.12、A consumer’s behavior often fulfills more than one need.⏹Needs and goals vary among individuals13、Rational V ersus Emotional Motives⏹Rationality implies that consumers select goals based on totally objective criteria such assize, weight, price, or miles per gallonEmotional motives imply the selection of goals according to personal or subjective criteria14、The Dynamic Nature of Motivation⏹Needs are never fully satisfied⏹New needs emerge as old needs are satisfied⏹People who achieve their goals set new and higher goals for themselves15、Arousal of Motives⏹Physiological arousal⏹Emotional arousal⏹Cognitive arousal⏹Environmental arousal16、Philosophies Concerned With Arousal of Motives⏹Behaviorist School❑Behavior is response to stimulus❑Elements of conscious thoughts are to be ignored❑Consumer does not act, but react⏹Cognitive School❑Behavior is directed at goal achievement❑Need to consider needs, attitudes, beliefs, etc. in understanding consumer behavior17、Types and Systems of Needs⏹Hierarchy of Needs❑Physiological needs❑Safety needs❑Social needs❑Egoistic needs❑Need for self-actualization⏹A Trio of Needs❑Need for Power❑Need for Affiliation❑Need for Achievement18、Maslow’s Hierarchy of Needs（1）Physiological Needs(Food, water, air, shelter, sex)（2）Safety and Security Needs(Protection, order, stability)（3）Social Needs(affection, friendship, belonging)（4）Ego Needs(Prestige, status, self esteem)（5）Self-Actualization(Self-fulfillment)19、An Evaluation of the Need Hierarchy⏹Appears to reflect the assumed motivations of people in our society⏹Sufficiently generic to encompass most needs⏹No way to test and measure the hierarchy⏹Seems culture- and time-bound20、A Trio of Needs⏹Power❑individual’s desire to control environment⏹Affiliation❑need for friendship, acceptance, and belonging⏹Achievement❑need for personal accomplishment❑closely related to egoistic and self-actualization needs21、Motivational ResearchQualitative research designed to uncover consumers’ subconscious or hidden motivations. The basic premise of motivational research is that consumers are not always aware of, or may not wish to renewal, the basic reasons underlying their actions.22、Evaluating Motivational Research⏹Based on Freud’s psychoanalytic theory⏹Questionable reliability and validity⏹Too many exotic (usually sexual) reasons for common purchases。

消费者行为学(Consumer Behavior) (5)

Simple Processing
Copyright 1999 Prentice Hall
Elaboration
The Many Faces of Involvement
4-9
Related to a Consumer’s Level of Interest in a Particular Product.
4-1
CONSUMER BEHAVIOR
Fourth Edition Michael R. Solomon
Chapter 4
Motivation and Values
Copyright 1999 Prentice Hall
Motivation
4-2
• Motivation refers to the processes that cause people to behave as they do.
4-15
• Materialists are more likely to value possessions for their status and appearancerelated meanings. • However, there are signs that many Americans are developing a different value system that balances work with personal relationships.
Copyright 1999 Prentice Hall
Motivational Direction
Needs Versus Wants
Specific Way a Need is Satisfied Depends on: Individual’s Unique History, Learning Experiences and Cultural Environment.

消费者行为学英文版最新版教学课件第8章

recently?
• Which forms of risk were involved?
8-29
Learning Objective 4
• Our access to online sources changes the
way we decide what to buy.
8-30
Cybermediaries
8-26
Information Necessary for Recommending a New Decision Criterion
• It should point out that there are significant
differences among brands on the attribute
8-27
Neuromarketing
• Uses functional magnetic resonance
imaging, a brain-scanning device that tracks blood flow as we perform mental tasks
• Marketers measure consumers’ reactions
Chapter 8 Decision Making
CONSUMER BEHAVIOR, 10e
Michael R. Solomon
8-1
Chapter Objectives
When you finish this chapter, you should understand why:
1. Consumer decision making is a central
8-6
For Reflection

消费者行为学英文版最新教学课件第12章

Opening Vignette
Learning Objective 12.1
12.1 To understand the subcultures within the United States and their relationships to American culture.
Subculture
Teens Βιβλιοθήκη nd TweensFickle customers and changing lifestyles
Teens
Tweens
• Aged 13-17
• More independent in their behavior
• Alienated by marketers who talk down to them
A distinct cultural group that exists as an identifiable segment within a larger, more complex society. A subculture has beliefs, values, and customers that set them apart from the other members of the same society.
Discussion Questions
• To which subcultures do you belong? • How does it affect your consumer
purchases?
Learning Objective 12.2
12.2 To understand the influence of nationality and ethnicity subcultures on consumer behavior.

关于消费者行为学的一些英文译文及原文.

英文文献译文：下面的消费者研究将会说明在一个消费者社会里很多的消费者行为被社会心理学家研究，这包括消费者刺激和消费者行为。

因此，消费者环境为社会现象和行为的研究提供了一个丰富的领域。

消费者决策无所不在不管我们在何时何地，我们都在不停地制定消费者决定。

我们在健身馆注册，经常坐飞机去度假，做体检，选一个餐馆，为了一个更健康的生活方式少吃甜食。

实际上，我们的很多日常决定没有包括较重要的决定，比如，嫁给谁或是否要小孩，但包含了是否喝茶或咖啡，用卡或付现金，或其他的一些琐碎的决定。

而且，我们日常的很多消费者行为甚至是无意的。

相反，它们可能是出于习惯，比如打开美国有线电视新闻网络来了解新闻或搜索谷歌来找一些资料。

一个人在一天中充满了无尽的琐碎的消费决定或者受以前决定的影响，在早上从选择牙膏的品牌到工作后选择看哪部电影。

消费者的选择影响社会认同感的功能虽然对大多数人来说是一个消费者可能不会确定他们的身份，但他们的消费决定仍然是高度身份相关的，就它们对应到更大的价值观和信仰，表达自我的重要方面。

素食主义者是不忍心看到动物被杀害和一些人抵制买那些被认为是由儿童劳工制成的衣服。

一些人买丰田普瑞斯出于是对环境的关注；另一些人抵制日本汽车，比如普瑞斯，是为了帮助当地的汽车工业。

在这方面，甚至在可口可乐和百事可乐之间选择是不必要的琐事。

人们不能在盲目的测试中区分可口可乐和百事可乐，或他们更喜欢百事可乐，然而可能还是坚持可口可乐作为一种文化标志。

尝试改变可口可乐的配方会使反对者生气。

显然，消费品和品牌不仅满足实际的需要。

在一个世界，供过于求和品牌的区分，很多消费者选则品牌是为了表达他们的个性或使他们自己屈服于他们的欲望。

他们不是简单的使用苹果；他们是苹果的使用者并认为换另一个牌子的个人电脑会像是一个背叛者一样。

从饮料到电脑，品牌成为一种意识形态。

人们可能也会把产品的认知作为自身的延伸；比如，他们可能认同他们的车就像他们对待他们的宠物一样。

消费者行为学英文版最新版教学课件第7章

• Ask the student to elaborate on why he or
she has the behavior, then try to identify the way the person has resolved dissonant elements.
7-21
Learning Objective 5
• We assimilate new information about
attitude objects in light of what we already know/feel
• Initial attitude = frame of reference • Latitudes of acceptance and rejection
several important components for marketers when they try to change consumers’ attitudes toward products and services.
7. The consumer who processes such a
consumers attitude toward an object depends on the beliefs he has about several attributes.
• Attitudes are more complex than they first
appear.
7-10
For Reflection
• Share a decision you made following the
three learning hierarchies:
• Think Feel Do • Think Do Feel • Feel Do Think

消费者行为学(双语或中英文结合)课程8.decision making

enjoy shopping search more.
Expertise...
The consumer’s prior expertise can also affect the search and shopping process.
• (1) Search tends to be greatest among those consumers who are moderately knowledgeable about the product.
• Amount of effort put into a purchase decision differs with each purchase.
Illustrating the Decision-Making Process
• This ad by the U.S. Postal Service presents a problem, illustrates the decision-making process, and offers a solution.
Other Types of Information Search
• Deliberate Versus “Accidental” Search: – Directed Learning: Results from existing knowledge from previous active acquisition of information – Incidental Learning: Passive acquisition of information through exposure to advertising, packaging, and sales promotion activities

消费者行为学外文版复习资料

消费者行为学外文版复习资料2. Consumer behavior is a process.Consumer behavior is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.2. 消费者行为是一个过程。

消费者行为是研究个人或群体选择、购买、使用或处置产品、服务、想法或经验以满足需求和欲望时所涉及的过程。

3. Marketers need to understand the wants and needs of different consumer segments. Market segmentation is an important aspect of consumer behavior. Consumers can be segmented according to many dimensions, including product usage, demo-graphics (the objective aspects of a population, such as age and sex), and psychographics(psychological and lifestyle characteristics).Emerging developments, such as the new emphasis on relationship marketing and the practice of database marketing, mean that marketers are much more attuned to the wants and needs of different consumer groups. This is especially important as people are empowered to construct their own consumer space accessing product information where and when they want it and initiating contact with companies on the Internet instead of passively receiving marketing communications.3. 营销人员需要了解不同消费阶层的需求和需要。

消费者行为学01--英文版

What is Consumer Behavior?
Consumer behavior: the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.
Gail, business student and consumer
• Segmented by marketers by
demographics • Market segmentation: targeting a brand to specific groups of consumers
• Influenced by peer groups (such as
Chapter 1
Consumers Rule
CONSUMER BEHAVIOR, 8e
Michael Solomon
Chapter Objectives
When you finish this chapter you should understand why:
• Consumer behavior is a process. • Consumers use products to help them define their
Segmenting Consumers: Demographics
Demographics: statistics that measure observable aspects of a population, such as:

消费者行为学(Consumer Behavior) (14)

13-2
• Consumer demand for goods and services depends on ability and willingness to buy .
– Discretionary Income is the money available to a household over and above that required for a comfortable standard of living. – Consumers tend to equate money with security and comfort and they are anxious about holding on to what they have.
Ascribed Status
Status Hierarchy
Obtained Through Luck or Inheritance
Some Members Are Somehow Better Off Than Others
Copyright 1999 Prentice Hall
Class Structure in the U.S.
Copyright 1999 Prentice Hall
13-12
Targeting the Rich
Many Firms Target Affluent Markets Luxury Products Are Important “Old Money” Consumers The Nouveau Riches The “Get Set”
Increasing Anonymity
Status Inconsistency
Copyright 1999 Prentice Hall

消费者行为学CONSUMERBEHAVIOR

my auto insurance.” • “U-um Good!” (Campbell’s Soup)
消费者行为学 CONSUMERBEHAVIOR
Multiattribute Models of Attitude
• Attitude computed as a function of multiple attributes weighted for importance:
3. Using a razor with five blades will reduce the likelihood of cutting yourself and will result in less skin irritation.
4. Dell Computers tend to be of higher quality than those made by HP and Sony.
looking for? What should I do? • Is my mechanic honest? • Which tie should I wear for a job interview? • Should I give my wife roses, chocolate, or
software?
消费者行为学 CONSUMERBEHAVIOR
Consumer Problems and Recognition
• Consumer problem:
Discrepancy between ideal and actual state--e.g., consumer: – Has insufficient hair – Is hungry – Has run out of ink in his or

消费者行为学笔记

Factors influencing consumer behavior: 1 Cultural factor: cultural ; subcultural; buyer 2 social-reference groups: family; role and status 3 personal: age and life-cycle; economic situation lifestyle; personality and self- concept:4 psychological: motivation; belifes and attitudes; perception; learning.What is consumer behavior? The study of the processes when or groups select ,purchase, use ,or dispose of products services ideas or experiences to satisfy needs and desire.消费者行为：个体或群体在为满足需要和欲望而挑选，购买，使用或处理产品，服务，创意或经验时所涉及的过程。

Role theory: identifies consumers as actors on the markerplace stage。

角色理论：认为许多消费者行为都类似于戏剧中的情节的观点。

Exchange: a transaction in which two or more organizations or people give and receive something of value.交易：两个或更多的组织或个人相互付出并获取某种价值的过程。

Consumer: a person who identifies a need or desire ,makes a purchase, and then dispose of the product.消费者：确认一种需要和欲望，进行购买，或处理该产品的人。

消费者行为学_要点整理 - 副本

⏹Chapter 1 Consumer Behavior: Its Origins and Strategic Applications1.Consumer behavior:The term consumer behavior is defined as the behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs.消费者行为学：消费者在寻求、购买、使用、评价和处理他们期望能够满足其需求的产品和服务过程中所表现出的行为。

2.Consumer decision making: In put, process, out put.消费者决策及其模型：输入、处理、输出3.Marketing concept:A consumer-oriented marketing philosophy that focuses on the needs of the buyers and the profits through customer satisfaction.市场营销观念：关注买方的需求通过顾客满意来创造利润的顾客导向的市场营销哲学。

4.Ethics in Marketing营销道德⏹Unethical practices occur at every level of the marketing mix:❑in the design of the products, in packaging, in pricing, in advertising, and in distribution不道德的行为发生在营销组合的各个层面：在产品的设计，包装，定价，广告，和在分配There are two different types of theories:teleological theories and deontological theories有两种不同类型的理论：目的论的理论和道义论的理论Teleology目的论An ethical philosophy which considers the moral worth of a behavior as determinedby its consequences. 道德哲学，认为一个行为的道德价值作为其后果决定。

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1.Consumer behavior: 研究商品、服务、经验或创意的获得、消费及处置的购买单位和交换过程的学科。

2.Why study CB：有效的营销管理，帮助管理者设计营销组合，细分市场，市场定位，环境分析，开展调查研究；在公共政策制定中发挥重要作用；能帮助人们成为更好的消费者3.Research Perspectives1)The Decision-Making Perspective：根据决策观点，消费者首先意识到某个问题的存在，然后在一种理性的解决问题的过程中完成一系列步骤，购买由此产生。

购买过程的步骤包括问题的确认、搜寻、方案评估、选择以及获得后的评估。

2)The Experiential Perspective：体验观点提出，人们有时购买商品和服务是因为情感上的原因，如有趣、制造奇迹或获得情感。

按体验观点分类时有冲动型购买和寻求多样型购买。

当消费者为了降低厌倦程度并获得刺激而改换品牌时就产生了寻求多样型购买3)The Behavioral Influence Perspective: 当强大的外因驱使消费者不需要首先对产品产生强烈的感情或想法就去购买时，行为影响就产生了。

在这种情况中消费者不必经过理智的购买决策过程或依靠某种情感来购买产品或服务。

相反，这些购买行为受外因直接影响，如促销手段、文化规范、自然环境或经济压力。

4、High-Involvement ChoiceCompensatory models of choice:补偿性模型：对某个属性的高度评价可以补偿对其他属性的较低评价。

5、Impulse Purchases (冲动购买)：指顾客的购买行为是在进入超市前没有计划或意识的购买行为。

6、Consumer satisfaction (消费者满意)：获得或使用产品或服务后所有的态度。

7、Equity Theory(公平理论)：指人们会拿自己的付出所得比和别人的付出所得比进行比较，如果他们的比值更好，他们就会觉得不公平。

Outcomes A Outcomes BInputs A = Inputs B8、Internal searchAwareness set (知晓组)：Consideration set(考虑组)对产品和品牌会做出考虑Inert set (惰性组) 不区分产品和品牌Inept set (排除组)无法接受的产品和品牌（两者要区分，应考选择）9、Low-involvement Choice （低参与度）选择题Conjunctive Rule（连接式）Disjunctive Rule（分离式）Elimination by Aspects（按序排除式）Lexicology Heuristic（词典编辑式）Frequency Heuristic（频次选择式）Low-Involvement ChoiceThe Conjunctive Rule: 连接式：即对每个要分析的属性设置最低应该达到的水平。

如果某个产品在某个属性上不能达到相应的最低水平，就被排除了。

Disjunctive Rule分离式：任何备选方案只要在任意的一个属性上通过相应的最低水平就可以被接受。

Elimination by Aspects按序排除式：选择通过一个有层次的过程进行，每个备选方案在最重要的属性方面进行对比。

在该属性上，未超过最低水平的备选方案被淘汰。

决策者接着在次重要属性上进行评价，排除未超过最低标准的备选方案。

这个过程持续进行到只剩下最后一个备选方案。

选择根据哪个属性来比较备选方案，取决于属性对决策者的重要性程度。

The Lexicographic Heuristic词典编辑式启发法：消费者将选择在最重要属性上表现最好的备选方案。

如果有平局情况出现的话，就评价次重要的属性，选择在该属性上表现最优的，以此类推。

The Frequency Heuristic频次启发法：简单地计算某个品牌超过其他品牌的属性的数量，和属性的重要性几乎没有任何关系。

10、The Affect-Referral Heuristic情感转介启发法：选择的基础是对一个备选方案总体的情感反应。

（如对代言人的偏好）11、Absolute threshold (绝对阈限) ：是指刚好引起某种感觉的最小刺激量。

12、Subliminal Perception(阈下刺激) :低于知觉水平之下的刺激。

13、JND（just noticelable difference)差别感觉阈限:指有50％的机会被察觉到的刺激程度的最小差异量。

刚刚能够察觉到的刺激物的最小差别量。

JND=I*K(I是原刺激K韦伯常数) P43页表格掌握理解应用：如衣服降价多少才能使顾客觉得便宜。

韦伯定律：第一次刺激越强，第二次需要更强的刺激才能被感知。

14、Pre attention: 前期关注：指人们自动浏览环境的特征的无意识过程。

15、Miller’s Law 米勒法则：每人每次只能处理七个（加或减二）信息块。

（5-9个）是在讲记忆的Memory的那部分16、Enocoding (编码)：指把短期记忆转化为长期记忆的过程。

（如背单词就是）17、Semantic Memory(语义记忆)：指人们怎样把文字材料的含义储存到长期记忆中。

Sematic memory network (语义记忆网络)：是一系列记忆的交点，这些交点代表着所储存的语意概念；线连接这些交点，表面他们之间存在的联系。

举例：比如奔驰，保时捷、现代汽车有节能型，跑车，经济型，但都是汽车。

它们属于不同的国家，它们的特征不同，价格，速度...该网络最上面只有一个属性（如汽车），下面引申开去。

（就是曾经写过的作业）P6618、Recognition task (在任记忆)：信息已经出现在人们面前，目标是判断是否该信息在之前已经被看到过。

（自己翻译的）Recall task (事后记忆)：消费者必须从长期记忆中重新得到信息。

（需要回想）注：这两个是选择判断的，要求会区分，不是名词解释下面开始是讲消费者购买动机影响一类，如别人的不好评价会影响购买，还有逆反心理等。

19、Punisher(惩罚因素)：一种行为降低再次购买的可能性的刺激。

如果行为受到了惩罚——例如，产品坏了或朋友嘲笑这次购买——消费者再次购买的可能性就会降低。

20、The desire to maintain behaviour freedom（维护行为自由）考选择判断的有三个因素：Psychological reactance(逆反) Social threats(社会威胁)外界强迫你做，你不做impersonal threat(非个人威胁) 如商品缺货对消费购买的影响但这几个也是重点大题目：如利用逆反心理营销，NIKE鞋只卖运动员，然后其他人偏要买；社会威胁如景区的价格很高；非人为威胁如缺货。

21、Perceived risk (感知风险)：消费者在不能预见购买决策后果情况下感知到的不确定性。

风险感知包括两方面：不确定性和结果。

（如产品是否想期望一样发挥作用；产品的使用是否会给他人带来威胁；或不值这个价）22、Attribution Theory(归因理论)：消费者对行为原因做出判断解释的过程。

根据归因理论，人们试图判断行为的原因究竟是内在还是外在的。

即内因还是外因。

营销意义：销人员应该在消费者购买该产品时为其购买行为提供积极的理由，生产商要努力使消费者在购买时相信该产品的广告宣传，针对低参与产品应向消费者展示潜在的重要产品差异以提供理由23、Classical Conditioning （经典条件反射）选择判断实验为给一条狗吃东西，并摇铃，狗的唾液分泌增加；后来即使没有食物，狗的唾液也会增加分泌。

24、Opponent-Process Theory (对立过程理论) 选择判断当某人突然收到可立刻引起积极或消极情绪反应的刺激时，将首先，感觉到快速的积极或消极情绪反应。

接着，第二种和开始经历相反的感觉情绪反应产生。

这两种情绪反应的组合构成了消费者经历的所有感觉。

（马拉松很痛苦，但到达终点的喜悦，这就是对立过程原理）例子：drug smoking,cigarette smoking, jogging,marathoning,play video games....25、The Augmenting-Discounting Model (增强削弱模型)判断选择有增强和削弱两个原则。

比如销售员说自己产品的部分缺点反而会增加产品的可行度26、Operant Conditioning操作性条件反射(重点，会考操作题)操作性条件反射：行为结果更改该行为出现的频率的过程。

（定义也要求）当消费者产生某一行为时，如购买一件产品，行为的结果将改变这一行为再次发生的可能性。

如果行为得到了正面的强化——例如产品性能好或朋友称赞这次购买成功——消费者再次购买的可能性就会增加。

如果行为受到了惩罚——例如，产品坏了或朋友嘲笑这次购买——消费者再次购买的可能性就会降低。

强化和惩罚因素能够影响消费者行为原则有：Positive reinforcer(积极强化)：如买100送50Negative reinforce(消极强化)：如买保险来消除风险Punisher(惩罚)：朋友不好的评价，会是你不去再次购买Shaping(塑造)：通过积极强化来塑造新的忠诚消费者Extinction(消退)：做了一件事没有得到认可，以后就再也不做了。

操作性条件反射的三个因素：积极；消极；惩罚。

27、Personality(个性)：与众不同的行为模式，包括想法和情感，它表现每个人对一生境遇的适应特征。

（决定和反映个人如何适应生活环境的内在心理特征）28、AIO结构法：AIO通过确定消费者的活动、兴趣和意见来描述他们的生活方式。

（Activity; Interest; Opinion questions）-------（选择判断）P113活动问题：要求消费者简要说明他们做什么、他们买什么和他们如何分配时间。

兴趣问题：集中于消费者的偏好和优先选择。

意见问题：询问消费者对世界、当地、道德、经济和社会事件的观点和感觉29、Life-style：生活方式可定义为“某人如何生活”。

Phychographic analysis心理测量分析：对消费者生活方式、个性和人口统计学的定量研究。

30、types of Self-Concept: 4种自我概念的类型(选择判断型) P109Actual self; Ideal self; Social self; Ideal self1．真实的自我2．理想的自我3．社会的自我4．理想的社会自我40、P111 （图）41、halo efect(晕轮效应)：消费者认为因为一种产品的某种特性是好或坏，所以这种产品的另外特性也好或坏。